SHM-P11

SHM-P11
PGDM 2011-13: Term-V

Stakeholder Marketing

Credit	2.0
Faculty	Subhasis Ray (sray@ximb.ac.in: office extension- 994)
Programme	PGDM
Academic Year and term	2011-13/ Term V

Course Introduction:

The role of marketing is facing increasing scrutiny. For the last fifty years, the marketing function has aggressively focused on customer acquisition and market share, brushing aside the emerging views of other stakeholders like governments, civil society and social problems like hunger and poverty. As a result, more products, services and projects are facing criticism than ever before and an ever increasing public cynicism of the claims made by companies. Corporations are increasingly being challenged to act in ways that serve the best interests of society.

Sustainable Development

calls for addressing social and environmental concerns, spurred by over or unhealthy consumption, broadly ignored by marketing professionals.

Things are changing. Many companies today are aggressively seeking strategies that can allow them to “do well by doing good,” leaving a positive “footprint” on the world and avoiding actions that could harm consumers, employees, investors, competitors, suppliers, and the general public. Unilever, for example has announced a long term strategy based on ‘sustainable living’. This has resulted in a need to incorporate a more broadbased approach in corporate branding, product development, packaging, communication, pricing and distribution. For the innovators, this is an opportunity to scale up to, what Philip Kotler terms as, Marketing 3.0.

This 3 credit course investigates the nature and implications of such stakeholder orientation for creating a positive corporate image.

The course tries to answer the following questions:

· Who are the stakeholders and why are they important for marketing?
· Whats the cost of neglecting stakeholders?
· How should brands look at society for their own survival?
· How to align sustainability strategy with business/marketing strategy?
· How to differentiate a company/brand in the marketplace using sustainability based innovations?
· How to market at “Bottom of the Pyramid” ?

Learning Objective

At the end of the course, students are expected to have an understanding of

a. The role, nature and importance of social and environmental concerns for business and marketing strategists

b. Importance of linking sustainable development to marketing strategy

c. How sustainability and stakeholder orientation can lead to a better bottom line for a company.

Student Learning Outcome:
After the course, the student will be able to
· Understand the role and importance of having a stakeholder approach to marketing
· Appreciate issues related to using sustainability as a marketing platform
· Take decisions regarding managing marketing with a triple bottom line approach

Required textbooks and reading material:

Jill M. Ginsberg and Paul N. Bloom, “Choosing the Right Environmental Marketing Strategy,” MIT Sloan Management Review, Fall 2004, pp. 79-84.

Melissa Grills Robinson, Paul N. Bloom, and Nicholas H. Lurie, “Combating Obesity in the Courts: Will Lawsuits against McDonald's Work?” Journal of Public Policy & Marketing, Fall 2005, pp. 307-310.

Darren Bush and Betsy D. Gelb, “When Marketing Practices Raise Antitrust Concerns, MIT Sloan Management Review, Summer 2005, pp. 73-81.

Smith, Craig N., Drumwright, E. Minette and Gentile Mary C. 2010. The New Marketing Myopia. Journal of Public Policy & Marketing. Vol. 29 (1)

Bhattacharya, C.B. and Daniel Korschun (2008), ‘Stakeholder Marketing: beyond the 4Ps and the Customer,” Journal of Public Policy & Marketing, 27 (Spring), 113-16.

N. Craig Smith, and David Vogel (2004), “Integrating Social Responsibility and Marketing Strategy: An Introduction,” California Management Review, 47 (Fall), 6-8.

Yaziji, Michaoel (2004), ‘Turning Gadflies into Allies,’ Harvard Business Review, 82 (February), 110-15.

Book

Belz and Peattie.2009. Sustainability Marketing. Wiley. USA.

Werbach, Adam. 2009. Strategy for Sustainability. Harvard Business Press. Boston. USA.

Tentative session plan:

Session	Content	Article/Case
1	Marketing in the Twenty- First Century: Critical perspectives
2	Need for a new marketing orientation
3	Socio Ecological problems and opportunities
4	Sustainable Consumer behaviour
5	Sustainability, Marketing values and Objectives
6	Marketing strategy and sustainability
7	Sustainability Innovations
8	Challenges in Sustainable product development
9	Sustainability and Marketing Communication
10	Marketing and climate change
11	Business and poverty: new models
12	Marketing @bottom of the pyramid
13	Building brands and ethical consumption
14	Socially responsible supply chains and global brands
15	Project presentation

Evaluation:
· Mid term: 25
· Project: 30
· Endterm: 30
· Class performance: 15 (based on articles and cases)
· Pass Marks: 30
· No make-up tests are conducted for this course.

Academic Integrity:
Please refer to the Manual of Policies for general details. As a rule, any case of plagiarism results in an F in the course/component under consideration. Use of laptops and cell phones in the class is prohibited.

Created By: Debasis Mohanty on 08/14/2012 at 01:20 PM
Category: PGDM-II Doctype: Document

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